Matilda Djerf's Clothing Brand Faces Criticism Amid Bullying Allegations

Influencer Matilda Djerf's brand, Djerf Avenue, is under scrutiny following reports of workplace bullying and body-shaming. While Djerf has apologized, many consumers feel the brand's values have been compromised.

The clothing brand Djerf Avenue, founded by Swedish influencer Matilda Djerf, is experiencing significant backlash from its fan base following serious allegations of a toxic work culture. A report by the Swedish news outlet Aftonbladet unveiled claims from eleven current and former employees who described instances of bullying, name-calling, and body-shaming within the workplace.

In a response to these allegations, Djerf, who is 27 years old, expressed her remorse to the BBC, stating, "I am deeply sorry to anyone who has felt mistreated under my leadership." However, customer reactions have been swift and condemning; London-based fan Sumi Mrkulic declared she would no longer support the brand, citing feelings of betrayal after learning that some models were told they did not fit into certain clothing sizes, including being called "fat."

Djerf Avenue's marketing has centered on a message of positivity, inclusivity, and respect, actively promoting body diversity and representation. Yet, fans like Mrkulic are starting to view the brand's efforts as performative rather than genuine. "I actually find it really spineless," she expressed. The brand, launched in 2019, has gained popularity, reportedly earning around $35 million (£27.5 million) in revenue last year, and even hosted a pop-up shop in London, which attracted considerable attention.

Another disillusioned customer, Giulia Carrozzo from Germany, felt compelled to return her recent Djerf Avenue purchase after the allegations surfaced. Carrozzo highlighted the disconnect between the brand’s body-positive messaging and the reported incidents of body-shaming, labeling it a "complete betrayal" of the values the brand claimed to uphold.

In her public comments, Djerf stated she does not fully recognize the claims made against her but emphasized her commitment to taking these criticisms seriously as a means for personal and organizational growth. "I want to highlight that I take full responsibility and see this as an opportunity to reflect, grow, and contribute to a better culture for everyone at Djerf Avenue," she said.

Organization leaders, including Djerf Avenue's Chief Operating Officer, Pernilla Bonny, acknowledged the existing challenges within their work environment and shared that the company has initiated several strategies to address employee concerns. These measures include implementing monthly anonymous surveys, establishing an independent whistleblower function, enhancing the management structure, and conducting an external workplace assessment with a psychologist.

As the situation evolves, both supporters and detractors of the brand continue to grapple with the implications of these allegations on Djerf Avenue’s values and practices.